Generally, new technologies always influence young generation. This generation is the first group that will adapt easily to any new technology. That why they always become as potential target audience to new technology development, including new media. Basically the new media’s audiences are online users who are both computer-savvy and Internet-savvy. They always called as Netizens.
The group encompasses the teen (12-17) and young adult (18-29) people who are a heavy user for new media technology especially related to Internet and mobile device such as cell phone. Based on Pew Internet and American Life report, the teen and the young adult respectively represent 94% of the Internet users. They use device such as desktop or laptop, cell phone, games console, and portable gaming device to go online.
According to Don Tapscott (2008) in his book Grown up Digital the new media audiences have such as following characteristics:
- They want freedom in everything they do, from freedom of choice to freedom of expression.
- They love to customize, personalize.
- They are the new scrutinizers.
- They look for corporate integrity and openness when deciding what to buy and where to work.
- They want entertainment and play in their work, education and social life.
- They are the collaboration and relationship generation.
- Has a need for speed–and not just in video games.
- They are the innovators.
The new formation of this audience affects the form of traditional media or mass communication. Media organization and business trying to respond with these changes, especially with the influences of Internet in our daily life that seen to be supplement to or even replacement to traditional media forms and functions. Besides the Internet the increased use in data networked, handsets and other product offering in the media development and mobile communication also bring effect to mass communication media.